YMCA of Greater Louisville is chartered as a membership organization that is committed to building strong kids, strong families and strong communities. By doing so, they provide a variety of services, such as youth development, healthy living and social responsibility.
In 2017, I had the opportunity to work with a team of designers to develop a summer campaign for YMCA Louisville. We called it, the "Get Fit Summer Campaign", which advertised a no join fee and new members received full access to a variety of YMCA summer activities: camps, sports, swimming, yoga, and customized weight-loss programs. With large environmental pieces, tv, print and web materials in mind, it was important to design the core graphics in a way that will stand out when placed in all media types.
When thinking about being a member at the YMCA, happiness, intellect, and energy all came to mind. It was important for us to capture this feeling in a custom branded color palette and also use colors that will stand out in all media formats. Therefore, we used yellow tones. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy.
For the imagery, we wanted to capture what "summer at the YMCA" would look like, which had us thinking back to when we were kids. Summer was everything at that age. Hanging out with family and friends on those long summer days, going to the pool, taking part in all the outdoor activities, and most importantly making memories. The YMCA brings that "summer kid" out in us, so we knew that children had to be the face of this campaign. The kids were photographed taking part in several YMCA activities and then were designed to be apart of the main core graphic. The images emphasised the message and visually captured the feeling of what its like to be a member at the YMCA.
Client: YMCA Louisville
Design Team: Reba Renee, Joe Weber, and Chip Dumsdorf
Photography: James Moses